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Gratifyingly, we discovered that 2017 Man placed the highest value on dependability, reliability, honesty and loyalty. At the other end of the spectrum, only 7.4pc men deemed athleticism – having the perfect body – as very important, including 11.6pc of 18-29s (the most athletic). Indeed, a greater number of our youngest respondents – 14.4pc – deemed athleticism as “unimportant”.

That’s not to say 1990s beer bellies will be back with a bang anytime soon. On the contrary, physical health was deemed “very important” by 34.9pc across the board (which increased with age).

But here’s the crucial difference: today’s men aren’t utilising health primarily to look good, but rather to feel good, both physically and, crucially, mentally. This “brawn + brains” route to positivity leaves the dopey metrosexual for dust.

When we delved into our respondent’s comments on health, typical buzz phrases and words used indicated that the best routes to body/mind fitness were through team sports rather than mirror-gazing sessions in the gym. These included: teamwork”; “looking after myself so I can look after my family”; “the social side”; “a few beers with the boys” and “I love the banter”.

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Conversely, around athleticism, a typical comment was “how pathetically trivial”. It’s clear, then, that men thrive on the social side of sport; see it as healthy, positive, man-time.

These findings explode the myth that the route to happiness is by being a narcissistic gym-slave. Additionally, many men told us they find that today’s Tinder-driven selfie-culture is “burning them out”.

It’s even worse news for the spornosexual. In 2014 Simpson himself declared the metrosexual had mutated into the sporno, a more extreme, beefed-up man, obsessed with sex, porn, and most of all himself. Simpson said of the sporno, “They want to be wanted for their bodies, not their wardrobe. And certainly not their minds”.

Our report suggests such vainglorious superficialities will not cut the mustard today.

Because the breakthrough moment of the Harry’s Masculinity Report was that in 2017 British men, for the first time, value their mental health more than their physical health. Overall, 44.4pc of British men deem their mental health to be “very important” to their sense of general wellbeing. In comparison, physical health was deemed “very important” to 37pc.

This is interesting in the context of the male suicide crisis, which has seen suicide become the biggest killer of men under the age of 50. In recent years, high profile men such as Prince Harry and Professor Green have spoken out about their struggles with mental illness, revealing a vulnerable, open side to their masculinity. It appears that the message has caught on: the new report paints a picture in which men have realised their mental wellbeing deserves attention – more, perhaps, than the ripples of their washboard stomachs.

There's also a disarming decency to the man who emerges from our questions. More than athleticism and (sexual) adventurousness, he cites honesty, reliability and dependability as the most important values in his life. And family is top of his priorities: he wants to get married, provide a good education for his children, and be seen as a decent person.

A bubble chart showing the values that male respondents held to be most important

Those findings echo the words of Robert Webb, who's memoir on the theme of masculinity was released this summer. While publicising the book, Webb told Channel 4: "The men that I really admire, in my personal life, my friends, they are the gentle dads and the reliable partners, and the people that you catch in random acts of kindness."

Overall, what’s clear from the study is that modern man is in constant state of evolution.

If the metrosexual got in touch with his feminine side to improve his appearance, then this new iteration of man picks up the moisturizer and runs with it, applying a softer and more progressive approach to deeper aspects of masculinity, such as emotions and gender politics.

What do we call this mental-health aware, morally driven, new man? The metrosensitive, perhaps? Maybe I'll leave the coining of new labels for Mark – he's far better at it than me. But one thing seems clear: as masculinity forever broadens in its scope, there is now yet another way to be a man in 2017.